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Etihad Airways Product Strategy Case Study


By definition, the core product of a good/service represents the intangible part of that product. In a nutshell, this is an attribute of a product that a client considers beneficial, and as such, renders it valuable to the beneficiary.

With respect to Etihad Airways, this attribute is derived from the benefits that come with air transport as opposed to the other modes of transport. One advantage of air transport is that it is extremely fast.

With this advantage, it is suitable for transportation of highly perishable goods that require short-time delivery period between the producer and the consumer.

Another advantage that comes with air transport is that it does not require an initial capital investment in terms of infrastructure. Since it requires no tracks to move on, it is relatively less costly as compared to the other modes of transport.

Also, with air transport, one is guaranteed of access to areas that are deemed inaccessible courtesy of the topography or the nature of the land.

Furthermore, with air transport, one can overcome the physical barriers including the mountains, taking a vector course to the destination thereby minimizing on both the cost and time wastage.

Actual product, on the other hand, represents the tangible aspect of a product. In a synopsis, these are those attributes that one enjoys, firsthand, when using a product. With Etihad Airways at spectacle, these attributes include array of services offered by the airline.

This includes the Etihad Pearl Business Class, “which is fitted with a state-of-the-art adaptable chair cum flat bed, a 15.4-inch personal television set, a comfortable dining table, plug points, headsets and lights with dimmer settings” (Rodrigues 56).

To access a relatively swanky experience, one goes for Diamond First Class. This package provides an “excellent five star boutique hospitality and services” (Rodrigues 59). To this, we have a posh Poltrona-Frau Leather seat that is convertible to a flat bed.

Moreover, this kind of package is where one can experience privacy since it is fitted with doors. Apart from the other services provided for in the previous package, this one is fitted with a 23-inch screen, a mirror and a personal wardrobe.

Finally, the Coral Economic Class, as the name suggests, is an economical package meant for all passengers. This has its own luxuries that include a 10.4-inch screen, a coat hook and a cup holder.

Also, these classes are distinguishable by the menus provided. To this end, the first two classes enjoy a special menu cum services as opposed to the Coral Economic Class.

Finally, when we focus on the non-physical aspect of a product, we are referring to the augmented product. Basically, this refers to those attributes that add value to a product, either at a premium or not.

In a summary, these include warranties, additional features, delivery and customer care services among others. With regards to the Etihad Airways, this aspect of the product includes those factors cum services that are related to the competitive advantage.

To this end, the Etihad Airways provides for the Dine and Meal services, Chauffer services, both Medical and Religious needs, and “The Spa and Lounger Services” (Rodrigues 60).

Furthermore, its clients enjoy Contemporary Technology and Innovations. Importantly, the customers enjoy a cordial relationship that is shared between Abu Dhabi, its commercial hub, and Singapore.

The Brand Onion for Etihad Airways

The Brand Onion for Etihad Airways

Works Cited

Rodrigues, Joyner. Etihad Airways-Marketing Plan, South Melbourne, Victoria: Thomson Learning, 2007. Print.

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IvyPanda. (2019, July 9). Etihad Airways Product Strategy. Retrieved from https://ivypanda.com/essays/etihad-airways-product-strategy/

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"Etihad Airways Product Strategy." IvyPanda, 9 July 2019, ivypanda.com/essays/etihad-airways-product-strategy/.

1. IvyPanda. "Etihad Airways Product Strategy." July 9, 2019. https://ivypanda.com/essays/etihad-airways-product-strategy/.


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IvyPanda. "Etihad Airways Product Strategy." July 9, 2019. https://ivypanda.com/essays/etihad-airways-product-strategy/.

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IvyPanda. 2019. "Etihad Airways Product Strategy." July 9, 2019. https://ivypanda.com/essays/etihad-airways-product-strategy/.

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IvyPanda. (2019) 'Etihad Airways Product Strategy'. 9 July.

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